Substantial sales increase for Pardál during the summer
The pale draught beer Pardál went through a successful summer. 65,548 hectolitres of it were sold around the Czech Republic during the main sales season from June to the end of August, which represents a year-to-year increase of 144%. Pardál’s sales in the three summer months reached nearly the same volume as the whole 2007 sales.
“We consider the sales results of Pardál a great success of a brand, which has been selling nationwide only since January 2008. Pardál’s volume sold in a sheer three months is compatible with whole-year sales of a small brewery,” says Budweiser Budvar’s domestic sales manager Martin Horejš. Pardál was launched onto the South Bohemian market on March 1st 2007, quickly captivating local customers. Its 2007 sales reached the volume of 76,000 hectolitres, having surpassed the original anticipation threefold. Pardál’s sales were extended nationwide at the beginning of this year. The 2008 sales plan amounts to 150,000 hectolitres. “Considering the fact that the overall beer consumption in the Czech Republic will very likely fall this year, Pardál will take an interesting market share away from its competition,” adds Horejš.
“Pardál definitely caught the eye of Czech consumers. Being awarded the ‘Consumers choice - the best newcomer’ title may be one event to confirm that,” says Pardál’s brand manager Alena Mazancová. The Pardál brand got also the marketing experts’ attention. The beer advertising campaign called “Pardál - One of us” was awarded a silver Effie in the “Most effective Czech advertising campaign” competition and won in the FLEMA 2007 contest for the innovative use of media in the “Best Small Campaign” category. “Pardál’s originality and the success of its marketing concept is best proven by the fact that some rival breweries started to copy the individual elements of the Pardál concept. Nonetheless, Pardál will forever stay the first Czech beer tuned by the consumers themselves. No other Czech beer so far has originated with such an intensive participation of its consumers,” says Budweiser Budvar’s PR manager Petr Samec.
Pardál’s summer season was started by a June TV campaign. “Summer sales were also substantially supported by the Pardáléto communication campaign, when tens of thousands of potential customers were addressed in an untraditional way and unusual places,” explains Alena Mazancová. “PARDÁLéto” took in 17 selected tourist destinations around the whole Czech Republic. Tourists could come across pleasant refreshments in beer stands with cooled drawn or bottled Pardál beer at unanticipated locations, usually directly in the countryside. The most appealing localities of the “PARDÁLéto” were e.g. Babiččino údolí (The Granny’s Valley), Lipno reservoir and Máchovo jezero (The Mácha Lake). “Pardál originated in an untypical manner, similarly we decided to introduce it to customers in an untraditional way as well. Therefore we did not opt for the usual ways to advertise on advertising boards. Pardál was everywhere where customers spend their leisure time or holiday as well as where they enjoy their friends, thus at places where Pardál belongs,” adds Mazancová.